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Wattsmart

Brand Refresh and Strategy,
Multi-channel Campaigns

Energy AND Environment

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The challenge

When PacifiCorp needed to enhance the reach and perception of its Wattsmart programs, 3/Thirds took on the task of creating a robust outreach and communication strategy. Our challenge was to ensure that both businesses and residential customers fully grasped and utilized the diverse energy-saving opportunities available to them. Simultaneously, we aimed to reinforce the reputation of Rocky Mountain Power and Pacific Power as dependable partners invested in their customers’ energy-saving journeys.

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What we noticed

Our analysis found that while the Wattsmart program was rich in incentives and tools designed to save energy costs, many customers remained unaware or unengaged. We noticed a gap in customer connection with the program’s offerings, partly due to fragmented messaging and a lack of cohesive storytelling across platforms.

 

We aimed to bridge this gap by delivering a coherent storytelling approach, emphasizing the tangible benefits of participation.

What we delivered

To address these challenges, we executed a comprehensive suite of strategic initiatives:
  • Brand Strategy & Refresh: Crafted a new brand framework built around the theme of “Choices,” emphasizing customer empowerment.

  • Digital & Print Campaigns: Developed assets including display ads, videos, and social media content, driving awareness and engagement.

  • Video Narratives: Produced in-depth video case studies highlighting savings and efficiencies achieved by businesses large and small.

  • Messaging & Personas: Created personas and targeted messaging to ensure consistent communication to diverse customer segments.

  • Additional Deliverables: Brand Refresh, Style Guide, Media Planning, Photography, Media Planning, Analytics and Reporting, Handouts/Fliers

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Impact

Through the new “Choices” strategy and the collaborative campaigns, PacifiCorp’s Wattsmart programs saw significant improvements in engagement and brand perception.

 

The integrated approach delivered over 15 million impressions, underscoring a targeted and effective reach across key markets. The campaign achieved a click-through rate of 0.76% overall, surpassing industry benchmarks and highlighting its effectiveness. Specifically, the campaign’s digital display ads in Oregon achieved a CTR of 0.73%, and social media engagements doubled typical expectations with a CTR of 1.23%. Additionally, across OTT platforms in Oregon and Utah, videos witnessed an exceptional completion rate of 97%.

 

Overall, these results illustrate the campaign’s success in enhancing brand recognition and building positive sentiment, with Wattsmart becoming synonymous with trusted energy-saving solutions for both businesses and residential customers.

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